He writes, “Nivea [has] released a print ad in Brazil that can be ripped out and worn as a wristband so parents can track their kids on the beach. The wristband, developed by creative agency FCB Brasil, contains a built-in locator device that functions with the Nivea Sun Protégé app. Parents can sync the wristband to their phones, assign a name to each wristband, and assign a maximum distance the wristband can be from the phone before an alert is made.” Such innovation clearly shows the importance of the sun care market in Brazil.

Of course, technology also is helping make this all possible. “Consumers are adopting more tools that allow them to keep track of themselves, their loved ones and their possessions. For parents, brands can provide extra value if they help with keeping track of the kids—something that the Nivea ad does in a literal sense,” Vaclavik writes.

He also notes, “As more consumers become aware of the importance of sun care in protecting against harmful skin damage and skin cancer, the market is growing. In fact, according to Mintel’s Suncare Brazil 2014 report, the market saw double-digit growth (11.5%) in 2013. The same report found that half of consumers (50%) with children in their household said they’d used sun care products in the past six months.”

Clearly, the protection of children is key here. “Nivea’s print ad appeals to parents’ protective instincts at a time when the protective qualities of a Nivea sun care product are relevant—on the beach,” Vaclavik notes. “Brands would do well to consider how they can provide consumers with the emotional benefits of their products in other ways. Consumers are becoming more keen to try tracking technology, giving brands a chance to analyze how a tracking, recording, or locating device can provide value in their industries.”